We kicked off work with new client MyFitnessPal by launching ‘Fight the Fad’, a campaign fronted by Oti Mabuse to tackle unhealthy methods of dieting and weight loss.

The campaign highlighted new research which showed that over half of Brits are experiencing anxiety about their health as a result of their social media algorithms, and that 59% of Gen Z considered TikTok a reliable source of health information. This is at odds with the view of MyFitnessPal who, alongside Dublin City University, found that only 2.1% of food and nutritional advice on TikTok is accurate.

Oti took to the streets to hear what the public had to say on the matter, and our launch landed with a bang with coverage in The Times Weekend, Daily Star and OK! Magazine.